Exclusive | KidZania engages kids with 'Scrapbook' this summer
KidZania is a global indoor theme park for children to play, explore and learn about the real world. The city that Kids call their own is spread across 75,000 sq. ft. with paved roads, battery operated vehicles and buildings, a functioning economy and its own currency. A concept which started in Mexico in 1999 has received millions of visitors till date across the globe.
A concept which holds a sustainable engagement platform brings brands to life. Brands build realism and add authenticity to the activities. They provide content & expertise for conducting the activity.
This concept is indeed a way to get children out of the gadget world and get them playing real. It is a new platform for kids in out-of-home entertainment, the time they really enjoy.
Recently, KidZania launched their Summer Scrapbooks and an on ground campaign along with that. In order to know more about their upcoming campaign we at Adgully caught up with Viraj Jit Singh, CMO, KidZania.
On asking Singh about the objective behind the summer scrapbook campaign he said, “‘My Summer Scrapbook’ campaign of KidZania comes from a very simple insight. Parents are looking at constructive ways for children to spend their summer holidays. Every summer, as kids we’ve used scrapbook for either school projects or for creating memories. Scrapbooks not only help preserve memories for years to come, they're also a fun and educational way for children to spend their summer holidays. The process of making a scrapbook also helps create an environment where a parent can bond with their child. Taking this insight KidZania is setting a platform for the entire family in making memories. Although parents don't actively participate but they help the child create memories and the experience of it.”
Speaking about the response for the campaign Singh said, “We are very excited about this campaign. We have gone out strong using multiple mediums to connect with our target audiences. It connects well, with both, parents and teachers and through this campaign we aim to amplify our awareness.”
He adds, “We are looking at targeting SEC A+, A and B+; Parents - aged 26 to 48; and Kids - aged 4 to 16.”
On the media mix front, the brand has 360 degree approach. The media mix consists of TV (40%), Digital (10%), Radio (15%), Print (35%) supported by on-ground activities. Singh adds, “From conceptualization to the implementation and execution, our marketing team has done a fine job. The campaign is supported by the TVC.”
Sharing insights on their digital strategy Singh said, “Our digital strategy is an extremely important part. It goes in line with our campaign and it will help both build awareness of our concept and drive on-line booking.”
He further adds, “We are activating our social media platforms to generate excitement and engagement. Facebook, Twitter, Instagram, Google+, LinkedIn and YouTube will play an important part in our campaign. We would also be organizing a blogger activity in the second phase of the campaign.”
“To support our campaign we are running a contest at our facility which would be taken on our social platforms. We would also be launching an app that would have scrapbook templates that would help visitors to create their scrapbook with the facility to instantly share/upload on our microsite and win exciting prices,” he went on to add.
The digital campaign will be supported by a microsite. Sharing insights on what features the microsite will have Singh said, “Our microsite would have several features such as collate all data #KZScarpbook; have a scrapbook creator; have a video showcase of all KidZania Summer Scrapbook; and contest winner announcements.”
Concluding, Singh tells us about their plans for the year. He said, “Our next project, ‘KidZania Delhi NCR’ is located at the Entertainment City in Noida. KidZania will be a standalone structure across 3 levels and 97,000sq.ft. We will be starting the interior fit out in the next few weeks with the center opening planned for March 2016. We are also currently evaluating locations for our 3rd center.” By Archit Ambekar | Twitter: @aambarchit